The Zero Proof Acquires The New Bar to Consolidate Non-Alcoholic Market

The non-alcoholic beverage segment is currently undergoing a significant surge. According to IWSR, the U.S. no-alcohol market is projected to reach nearly $5 billion by 2028, with an 18 percent compound annual growth rate. Data from NIQ confirms this momentum, showing U.S. sales of adult non-alcoholic drinks hit $925 million in the 52 weeks leading into mid-2025, a 22 percent year-over-year increase.

Founded in 2019 by Sean Goldsmith and Trevor Wolfe, The Zero Proof has scaled its business by offering over 400 premium products and doubling revenue for four consecutive years. By integrating The New Bar, the company gains the cultural influence of a brand that pioneered partnerships at major events like the Coachella Valley Music and Arts Festival and established hospitality programs with operators such as The Butcher’s Daughter and AEG.

Following the acquisition, The New Bar founder Brianda Gonzalez will serve as Vice President of Strategy and Partnerships for the combined entity, while Natalie Silbar joins as Director of On-Premise for California. This consolidation creates a unified platform capable of managing brand development, direct-to-consumer commerce, and wholesale distribution. For the leadership teams, the merger represents a transition from simple product access to establishing a ubiquitous presence in the social and cultural moments where consumers gather.